Prioritizing content is often an afterthought for too many business-to-business marketers, including in their e-mail marketing. In fact, in the recent “2010 E-mail Marketing Benchmark Report” from MarketingSherpa,” content relevancy was named the No. 1 challenge for e-mail marketers — especially b-to-b marketers.
Unfortunately, too much time is spent on logistics and planning while content development is left to the end. Instead, content should lead. Pay attention to what topic is most important to your current demand-generation programs. What are the different content angles you can build around it? What partners and resources can you leverage? How does this fit into the editorial calendar?
Smart content marketing in the modern era must be rationalized against the buyer and where they are in the buying process. An e-mail newsletter to both prospects and customers may not be appropriate as these two groups are at different points in the buying cycle. For prospects, address their No. 1 pain point. In fact, lead with that, rather than push your product. B-to-b buyers start with a problem, which they are looking for a solution to, and then they make their way to finding a solution. Make sure you have the right content for the right phase of that dialogue with the targeted buyer.
See full article at: Smart practices for b-to-b newsletters – DMNews.
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